WEB MARKETING PULLS PEOPLE TOWARD YOUR BRAND AND CONVERTS THEM INTO YOUR CUSTOMERS.
DEFINE: INBOUND WEB MARKETING
Web marketing entails any marketing activity conducted online. Due to the nature of the Internet and the way it connects people, online marketing is moving increasingly away from traditional forms of advertising (outbound marketing) and more towards inbound marketing.
While outbound marketing techniques involve buying the customer’s attention (traditional advertising, sales flyers, radio and TV ads), inbound marketing earns the customer’s attention by consistently providing authentic content via engaging platforms (websites, mobile apps, blogs, social media). Effective inbound marketing techniques result in customers willingly offering their attention to your brand; this is precisely where Azura focuses its efforts.
As modern marketers, we believe that your customer’s attention is a valuable commodity that should be treated with the utmost respect. It’s all too easy to get overwhelmed by the flow of information enabled by recent Internet and technological developments. Just like you, your clients and prospects are flooded with news, events, advertisements and other types of data delivered via web, social media and mobile devices. As progress relentlessly moves forward, we are all becoming more and more selective about what we want to see, hear and read.
With the amount of information readily available at the click of a mouse, how do you make your targeted clientele listen to what your brand has to offer, and, more importantly, how do you even get noticed?
We believe that successful marketing should focus on providing an authentic and engaging brand content that goes far beyond a simple description of what your company has to offer. It takes a lot of effort to consistently produce appealing content and Azura takes it a step further by making sure that it is delivered in such a way so that your customer’s attention stays on you. No matter the medium you choose to communicate with your customers and prospects, we maintain your brand’s main message through consistent visual and verbal clues, provide enhanced user experience to minimize the time necessary to get the desired information and sparkle it with just the right amount of creativity to keep your customers interested.
Studio Azura’s web marketing focuses on three specific areas: search engine optimization (SEO), paid advertisement or pay per click (PPC), and social media marketing.
DEFINE: SEARCH ENGINE OPTIMIZATION
SEO is a set of on-site and off-site techniques that help increase your website’s ranking in search engine results for keywords related to your field. The SEO process begins with a selection of powerful keywords that can bring quality traffic to your website. These keywords will serve as a guide for your on-site SEO strategy, including your website’s structure, landing pages, code, URL names, titles, meta tags, headers and so on. A successful optimization process ensures that a search engine can easily identify the main keywords used on your website, categorize your website as a quality source for those keywords and naturally rank your website at the top of the results page.
However, on-page SEO is rarely enough to be listed on top of Google’s search results. A strong website also needs backlinks, citations and mentions from other websites related to your niche. Our SEO strategists make sure your website gets a constantly-growing backlink profile, thus maximizing the chance you outperform your competitors in Google.
With Google constantly tightening its regulations and coming up with new algorithms that closely mimic human behavior, Azura’s team is fully aware of all industry standard regulations and techniques and avoids anything that could harm your website’s reputation.
DEFINE: PAY PER CLICK (PPC)
Pay Per Click is a search engine’s paid advertisement model that allows users to place ads at the top of the search results page and charges them a fee each time somebody clicks on their ad. The most common PPC platform is Google Ads, but many other search engines have their own PPC programs.
While the process of choosing good keywords is also an integral part of paid advertisement campaigns as well, the selection process is very different, due to the nature of Pay Per Click campaigns.
Once the keywords are selected, we create campaigns based on language, geographical location and other factors. The campaigns are divided into ad groups for each family of keywords, resulting in the creation of compelling call-to-action ads for each ad group. Next, we create landing pages on your website based on the keywords and ad groups.
The ongoing maintenance of Google Ads campaigns ensures that your keywords stay relevant, all necessary on-site techniques are implemented to decrease the cost of clicks, and campaigns are constantly revised and tweaked to reduce what you pay for each click, thus increasing the number of quality visitors, sales and your return on investment (ROI). Azura provides detailed monthly reports of Google Ads campaigns so that our clients can see the progress and whether the budget allocated for the ads is properly spent.
Our Internet marketers are Google-certified professionals who make sure your PPC campaigns are efficient right from the start and follow through with monthly reports to analyze the progress.
DEFINE: SOCIAL MEDIA
Among all the modern inbound marketing tools, social media is the one that puts the most emphasis on human interaction. Social media platforms allow its users to not only absorb what the brand has to offer, but also interact with and share it, thus creating a powerful platform for spreading ideas and messages.
Even though your website is the online portal that carries the most complete information about your company’s brand’s values, products and services, social media platforms allow your company to establish a solid networking link with your fan base. If your brand’s personality is strong enough to engage followers and attract new ones, these people will eventually become your own brand ambassadors by sharing what your company has to offer with their friends and family. As always, word of mouth is still the best form of marketing.
Your company’s social media presence has to be taken very seriously. As such, your social networks need to reflect your brand’s values and be adapted to each social media platform in order to gain the maximum visibility. Each platform offers distinct benefits and advantages as well as a different users’ group, which means that you have to carefully select the social networks that are best suited for your own brand.
Once your accounts are created, we need to create a solid marketing strategy for the content that you will share with your fan base. The successful use of social media is a mostly about being at the right place at the right time, so before creating your marketing content, we need to establish a timeline for launching strategic events.
Making sure that your content is always relevant and served on the right channel to the right client base at the right time is our top priority. We continually strive to ensure our clients’ social networks produce the maximum amount of quality social following and interaction.